Tourism Australia has named Kathryn O’Brien as its new Executive General Manager Global Markets. The incoming executive brings upwards of 20 years of professional aviation and tourism industry experience to the senior leadership position. She is scheduled to officially start her duties at the national tourism body on 10 August.

In her new capacity, Ms O’Brien will oversee the management of Tourism Australia’s extensive network of international offices, which currently spans 16 global markets. Her core operational responsibilities will also encompass supervising vital distribution channels and airline partnerships.

The specialist joins the agency from Air New Zealand, where she works as General Manager Australia. In that role, her responsibilities include directing commercial strategy, sales, partnerships, marketing, operations and distribution for the carrier within the country. Her career history also includes a stint as global Chief Commercial Officer at Experience Co. Additionally, she spent 17 years at Hamilton Island Enterprises, where her various senior roles included global General Manager Sales.

Tourism Australia Managing Director Robin Mack stated that Ms O’Brien has a proven history of managing international teams across both aviation and tourism sectors. The leadership team expects her commercial skills to assist the organisation during a period of highly competitive global destination marketing.

The official corporate statements regarding the appointment were released by both leaders:

“Kath brings to Tourism Australia significant skill and experience having worked across a range of international facing roles in sales, distribution, product and marketing strategy to deliver both revenue growth and strong stakeholder relationships,” Mr Mack said.“

“With a strong combination of business acumen and excellent people leadership skills we are excited about what Ms O’Brien can bring to the role and our organisation, to attract high yielding visitors in a time of intense competitiveness in destination marketing.”

“As someone who has spent a lifetime working in the industry, I am thrilled to have the opportunity to join Tourism Australia and represent Australian tourism and work with our teams and partners around the world.”